Have you talked to Siri, Alexa or Cortana lately? You probably have, and you wouldn’t be alone. According to Google, more than half of teens and 41% of adults are using voice search daily. For users, voice search is basically the best thing since sliced bread and now marketers are racing to optimize their content for it.
Why is voice search hailed as the next big opportunity? Let’s break down what voice search is, how it’s impacting search, and some quick tips on how to optimize for these new types of queries.
What is Voice Search?
People tend to use voice search when they are multi-tasking, like asking for directions, dictating texts, and getting quick information. And because voice search is a drastic new medium to perform searches, the types of queries and ways in which people are searching are changing immensely.
What’s Its Impact?
Voice search is making long tail, colloquial keywords more relevant. People are now having conversations with their devices, whether it’s a smartphone or voice assistant, so preparing for longer, more descriptive terms is imperative. Also, searchers are using more interrogative words within their searches. Imagine you’re driving around town, jamming to your favorite song and realize that your gas light just turned on – chances are you might quickly ask Siri, “Where’s the closest gas station?”, and voila! In a couple of minutes your tank is full, you’re back on the road downing a Dr. Pepper and pretending to be Britney Spears.
How Do I Optimize For It?
An easy way to begin optimizing your site’s pages is making sure you’re tracking voice terms, which include long tail keywords and searches with question terms attached – like who, what, where, when and so on. Once you have a benchmark, you’ll be able to track your improvements.
Next, create or update an existing FAZ page predicting relevant voice searches. This page can include questions like, “How much is shipping?” or “How does it work?” so when people are searching questions that might relate to your business, you have a page ready for them to land on.
And lastly, make sure your site passes the mobile-friendliness test. People using voice search want quick answers to their pressing questions, so if your landing page doesn’t load fast enough, your user might bounce right off your site and get answers from elsewhere.
Author: Stephanie May
Marketing Trends for 2018
Phillip Long - CISSP, CEO of BIS Technology Group, along with his team of marketing and information technology experts, will walk you through an overview of what your business should be doing to protect your data and plan your digital marketing strategies.
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BIS Technology Group is the technology leader on the Gulf Coast and is comprised of four divisions: Information Technology, Web Design & Digital Marketing, Office Equipment and Business Consulting. Together these divisions help local businesses exceed expectations and allow them to group to their full potential while minimizing risks. To learn more about BIS Technology Group, visit bistechnologygroup.com.
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As of 2016, there are almost 3 billion smartphone users across the globe. And research expects a whopping 6.1 billion smartphone users by 2020.
That’s a huge number… Think of 10 of your friends, family members or colleagues that have a flip phone or brick phone… Now, how many people could you actually think of? Probably not many. That’s because we are living in a tech savvy age. Statistics illuminate the vast amount of technology the average consumer is using. As of May 2013, 63% of U.S. adults use their smart phones to go online. Whether it is through a search engine, email, or app, smartphone users access the internet on their phone constantly.
Here’s one last statistic for you: As of October 2014, approximately 55% of U.S. teenagers and 41% of U.S. adults were using voice search on their smart phones. Whether it is Apple iPhone’s Siri, Microsoft’s Cortana, or Google Now, almost all smartphones come with an option for voice search now.
Voice search enables the user to perform searches quickly and easily with the press of the button. The answers to their search queries are fast and reliable. This is extremely helpful in situations like driving a car or multi-tasking or when you’re on the go. Since it is a popular feature and useful tool, what do businesses need to know about voice search?
Well, it all comes down to SEO, or search engine optimization. SEO ranks websites and businesses on keywords, backlinks and a plethora of other factors. The end result is your website coming up at the top of a search engine query.
For example, say you searched for “clothing boutique, Mobile, Alabama” using voice search on your smartphone. Well that would bring up a list of boutiques in the area that rank high in SEO or are using Google’s local business feature. If you’re a boutique in Mobile, Alabama and your website does not come up in the listings or on the map, you probably need to work on your SEO a little bit, and register your company on Google My Business.
How voice search effects SEO is a little unknown currently. There are suggestions that phrases used in voice search differ from typed search queries. This means that people are speaking differently than they are writing when they search for a topic, which makes sense if you think about it. Most people don’t talk the same way they type something out, or else it would sound robotic and strange.
SEO for written search queries is dominated by keywords, so keyword optimization for companies just contained the keywords and not the sentence structure that accompanies those keywords. In contrast, Voice-Search SEO uses more sentence-like, conversational phrases with keywords to mimic what someone would ask during a voice search.
Voice Search SEO: “What are good restaurants to eat at in Gulf Shores, Alabama?”
Typed SEO: good restaurants gulf shores, al
See the difference?
Google has recently launched a new SEO update called Hummingbird that incorporates voice search into their new SEO algorithm. This Google updates makes it easier for searchers to find what they are looking for without having to use short, terse keyword search phrases.
With the shift from searching using awkward keyword phrases such as, “Subaru Spanish Fort,” and instead using a conversational tone like, “Subaru dealerships in Spanish, Fort,” you can expect the SEO landscape to change with it. Though currently not many SEO experts are investing too much time key wording for Voice Search yet, it won’t be too long until it will becomes a larger player in the SEO realm.
A tip to consider: Try adding a Q&A section to your website. This will help Google pick up natural, conversational keywords and phrases within your website that will be used to influence your company’s SEO ranking.
If you need help with your business’ SEO strategy, give us a call. Our SEO experts at BIS Designs can great a plan and take proactive stance for your business’ SEO ranking. Call: 251-923-4252
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